EUROPEANS APPETITE FOR ALMONDS ENDURES AND GROWS Room 306-307 | - - PowerPoint PPT Presentation

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EUROPEANS APPETITE FOR ALMONDS ENDURES AND GROWS Room 306-307 | - - PowerPoint PPT Presentation

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EUROPEANS APPETITE FOR ALMONDS ENDURES AND GROWS Room 306-307 | December 6 2017 CEUs New Process Pest Control Advisor (PCA), Qualified Certified Crop Advisor (CCA) Applicator (QA), Private Applicator (PA) Sign in and out of each

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EUROPEANS’ APPETITE FOR ALMONDS ENDURES AND GROWS

Room 306-307 | December 6 2017

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CEUs – New Process

Certified Crop Advisor (CCA)

  • Sign in and out of each session you attend.
  • Pickup verification sheet at conclusion of each

session.

  • Repeat this process for each session, and

each day you with to receive credits Pest Control Advisor (PCA), Qualified Applicator (QA), Private Applicator (PA)

  • Pickup scantron at the start of the day at first

session you attend; complete form.

  • Sign in and out of each session you attend.
  • Pickup verification sheet at conclusion of each

session.

  • Turn in your scantron at the end of the day at

the last session you attend.

Sign in sheets and verification sheets are located at the back of each session room.

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  • Craig Duerr, Campos Brothers

Farms, moderator

  • Beth Van Meter, Almond Board of

California

  • Dariela Roffe-Rackind, Almond

Board of California

  • Kathryn Martino, Porter Novelli,

UK

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AGENDA

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EU Trade & Regulatory Affairs

Beth Van Meter

  • Sr. Specialist, Global Technical &

Regulatory Affairs

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Pre-Export Check (PEC) Program Update

  • PEC began on August 1, 2015
  • CY 2016/17, 14,503 PEC Analysis completed
  • EU is the almond industry’s largest export market
  • ABC met with EU port authorities in September
  • 2017. Authorities all express great trust in the

Pre-Export Check program.

  • Concerns loom around Low Grade Product that

continues to filter into the EU which could potentially harm the reputation of the PEC program.

  • In 2017, US peanut’s PEC program was

suspended due to increased aflatoxin rejections.

  • California Almonds are the only tree nut that

maintains a Pre-Export Check Program.

2016/17 Crop Year

  • 14,503 PEC Analyses

Asia- Pacific 38% Western Europe 40% Middle East/Africa 14% Central/Eastern Europe 2% Canada/ Mexico 6%

ALMOND EXPORTS BY REGION

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Rapid Alert Rejections Due to Aflatoxin

Alert ID Number Country Date PEC Notes 2017.AAE Italy 1/3/2017 NO Non-handler shipped low grade product. Shipped from huller/sheller facility. 2017.0021 Slovakia 1/5/2017 N/A Sample off retail shelf. 2017.ATZ Italy 5/3/2017 NO Known exporter and handler shipped low-grade product. Consignment sent back to US for further processing. 2017.AUV Italy 5/8/2017 NO Known exporter and handler shipped low-grade product. Consignment sent back to US for further processing 2017.BMP Italy 8/14/2017 YES PEC consignment, re-exported 2017.CDO Spain 10/19/2017 Partial Known exporter and handler shipped mixed load of edible and low grade product. Blanched low-grade product. A portion of this consignment had PEC. Pending disposition. 2017.BZZ Spain 11/10/2017 NO Known exporter and handler shipped low grade product. Pending disposition. 2017.CAA Spain 11/10/2017 NO Known exporter and handler shipped low grade product. Pending disposition.

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Low-Grade Product

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Pesticides and Endocrine Disruptors

Endocrine Disruptors, Carcinogens, Mutagens, & Toxic for Reproduction The EU is reviewing all pesticides to understand if they have endocrine disruptor, carcinogen, mutagen, or toxic for reproduction properties. EU legislation requires that use of such compounds be “cut-off” from use in the EU. Furthermore, once a compound has been “cut-off”, EU farmers will not be allowed to use these compounds and import Maximum Residue Limits (MRLs) will be removed. US and Global Risk Assessment Process

  • Hazard x Exposure = Risk to human health
  • To do a complete risk assessment, scientists

need both how hazardous the compound is, as well as risk of exposure to the human body. (e.g. skin contact, diet, water, air etc.) EU Risk Assessment Process

  • Hazard x Exposure = Risk to human health
  • If a compound meets one of the cut-off criteria,

then EU only considers the hazard. It does not account for human exposure, creating an incomplete picture of risk to human health. Glyphosate (Roundup) On November 27, 2017 European Commission voted in favor of extending glyphosate’s registration for 5 years.

XXX

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EU Port Authority Tour of CA Almonds

  • Mid-February 2018
  • Confirmed: Port Authorities from Greece, Romania,

Netherlands, Germany, and Spain

  • Confirmed: EU Rapid Alert Office representative
  • Authorities will participate in a seminar that will walk

them through the entire supply chain from the field all the way to the port

  • Several successful tours in the past have resulted in

the ABC being invited to speak about the industry in- country

  • If you would like to volunteer your facilities for this

tour please contact Beth Van Meter at evanmeter@almondboard.com

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Thank You!

Beth Van Meter Senior Specialist, Global Technical & Regulatory Affairs 209.343.3256 evanmeter@almondboard.com

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EU ROPEAN S’ APPET I T E FOR ALM ON DS EN DU RES AN D GROWS

Dariela Roffe-Rackind Director Europe & Global Public Relations

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To d a y

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S O M E B A C K G R O U N D

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…2008 2009 2011 2013 2015 2016 2017

5% 15%

1% 29%

2% 5%

2007 2010 2012 2014 2015 2017

TOM AWARENESS

2% 15% 1% 28% 1% 9%

SNACK ASSOC.

SOURCE: 2017 AAU & 2017 Snacking Study
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A L M O N D S A S A N I N G R E D I E N T

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THERE IS TREMENDOUS INNOVATION IN THE INGREDIENT MARKET IN EUROPE

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Q U I Z T I M E !

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EUROPE INTRODUCED ______% OF NEW ALMOND PRODUCT INTRODUCTIONS IN 2016 (share of global introductions)

T I M E ! Q U I Z

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47%

  • f all global new

product introductions!

ANSWER

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EUROPE DRIVES THE LARGEST SHARE OF INTRODUCTIONS ACROSS THE GLOBE

45% 45% 47% 22% 23% 20% 15% 16% 19% 11% 9% 9% 7% 7% 5% Food Intros Nut Intros Almond Intros

Europe Asia-Pacific North America Latin America

2016 Global Food, Nut, and Almond Introductions Regional Share

SOURCE: 2017 Innova Report
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AND...

EUROPE INTRODUCED MORE THAN 2X AS MANY ALMOND PRODUCTS AS ANY OTHER REGION

2016 Global Food, Nut, and Almond Introductions: Regional Share Region Almond Intros Europe 4,469 Asia-Pacific 1,866 North America 1,772 Latin America 852 Middle East & Africa 463 Total 9,422

SOURCE: 2017 Innova Report
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EUROPE LED ALL OTHER REGIONS IN 4 OF THE TOP 5 CATEGORIES FOR ALMOND INTRODUCTIONS

Ba ke ry = 52% Co nfe c tio ne ry = 61% Ce re a l = 42% Sna c ks = 37% Ba rs (le d b y No rth Ame ric a = 42%; E uro pe = 34%)

SOURCE: 2017 Innova Report
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2016 Global Almond Introductions by Country Rank Region # of introductions (2016) 1 United States 2 Germany 891 3 France 544 4 United Kingdom 512 5 Spain 343

891 512 544

NEW PRODUCT DEVELOPMENT DRIVEN BY UK, GERMANY, FRANCE

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U K G A I N I N G M O M E N T U M

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UK JANE

T HE GO- T O AL WAYS ON MUL T I- T ASKE R HE AL T H- CONSCIOUS WE IGHT MANAGE ME NT F OOD E XPL ORE R

I’d love to find a mid-day snack that’s healthy, satisfying and guilt free I’m feeling out of control, constantly struggling with my weight, yo-yo dieting, longing for a healthier lifestyle

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UK JANE

T HE GO- T O AL WAYS ON MUL T I- T ASKE R HE AL T H- CONSCIOUS WE IGHT MANAGE ME NT F OOD E XPL ORE R

I’d love to find a mid-day snack that’s healthy, satisfying and guilt free I’m feeling out of control, constantly struggling with my weight, yo-yo dieting, longing for a healthier lifestyle

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SOCIAL PRINT VIDE O MOBIL E PR ADVOCAT E S DIGIT AL

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Awa r e ne ss Assoc ia tion with Sna c king Volume Va lue #1 in He a lthfulne ss #1 Positive Stor y Re c a ll

SOURCE: 2016 Global Perceptions

GAINING MOMENTUM

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Q U I Z T I M E !

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ALMONDS ARE RANKED 3rd IN THE UK FOR SNACK ASSOCIATION

  • WHAT NUT IS #1?
  • WHAT NUT IS #2?

T I M E ! Q U I Z

SOURCE: 2017 UK Consumer AAU
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#1 NUT = PEANUTS #2 NUT = CASHEWS

ANSWER

SOURCE: 2017 UK Consumer AAU
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46% 46% 37% 39% 33% 17% 19% 18% 17% 21% 4% 3% 11% 15% 11% 10% 11% 9% 8% 3% 5% 5% 8% 9% 8% 7% 9% 7% 7% 4% 3% 3% 3%

2010 2012 2014 2015 2017 Snac k Assoc iation

(n=1,000)

Pe a nuts Ca she ws Almo nds Pista c hio s Wa lnuts Bra zil nuts Ha ze lnuts

SNACK ASSOCIATION

Q5: Now, think for a moment about nuts as a snack (i.e. a food eaten between meals or instead of a meal), as a whole nut. When you think about eating whole nuts by themselves apart from a meal, what one type of nut FIRST comes to mind? SOURCE: 2017 UK Consumer AAU
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WHAT WE’RE DOING

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TOP 3 OPPORTUNITES IN UK

Differentiate almonds in health through weight management, portion control and usage ideas

Communicate on key motivational area-tide me over! Tell our sustainability story even more proactively

1 2 3

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F R A N C E H O T R I G H T N O W

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I live a balanced, healthy life and approach food with an "everything in moderation" mentality. I’m concerned about environmental issues and the impact I can have on the planet.

FR JANE

PURCHASE POWE R SOCIAL AT HOME SE L F

  • CARE

CUL INARY- INCL INE D HE AL T H- E MPOWE RE D ROUT INE SNACKE RS

I need snacks that are natural, unprocessed, and can keep me satisfied in between meals.

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FR JANE

PURCHASE POWE R SOCIAL AT HOME SE L F

  • CARE

CUL INARY- INCL INE D HE AL T H- E MPOWE RE D ROUT INE SNACKE RS

J’

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FR JANE

SOCIAL PRINT VIDE O MOBIL E

J’

PR ADVOCAT E S DIGIT AL

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SLIDE 41 41 SOURCE: 2017 France Consumer AAU

ALMONDS ARE HOT IN FRANCE

T

  • p- of- Mind Awa re ne ss

Consume r Pe rc e ptions Sna c king Assoc ia tion Volume Va lue

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SLIDE 42 42 SOURCE: 2017 France Consumer AAU

HE AL T HIE ST NUT

NUT E AT E N AS A SNACK

NUT POSIT IVE ST ORY RE CAL L

AVE RAGE CONSUMPT ION

L IKING SCORE

BAKING ASSOCIAT ION

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Q U I Z T I M E !

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WHAT WAS THE % OF TOP-OF-MIND AWARENESS OF ALMONDS IN 2007? (among French Jane)

T I M E ! Q U I Z

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1% = 2007

ANSWER

SOURCE: 2017 France Consumer AAU
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WHAT WAS THE % OF TOP-OF-MIND AWARENESS OF ALMONDS IN 2017? (among French Jane)

T I M E ! Q U I Z

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29% = 2017

ANSWER

SOURCE: 2017 France Consumer AAU
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ALL MEASURES HAVE SEEN SIGNIFICANT GROWTH THE PAST TWO YEARS! AND DOUBLE-DIGIT GROWTH IN TOP-OF-MIND AWARENESS AMONG FRENCH JANES (29%, +11pts).

0% 10% 20% 30% 40% 2007 2010 2012 2014 2015 2017

Top-Of-Mind Awareness (FR Jane)

Top-Of-Mind Awareness (FR Jane)

SOURCE: 2017 France Consumer AAU

FRANCE TOM Awareness (first mention) Total Pop. 20% +7 pts from 2015 TOM Awareness (first mention) FR Janes 29% +11 Total Awareness (any mention) Total pop. 61% +11 Total Awareness (any mention) FR Janes 63% +8 Association with Snacking Total Pop. 28% +9 Association with Snacking FR Janes 35% +9

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ALMONDS ARE THE #2 NUT FOR TOP-OF-MIND AWARENESS IN FRANCE. WHAT NUT IS #1 IN FRANCE?

T I M E ! Q U I Z

SOURCE: 2017 France Consumer AAU
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I live a balanced, healthy life and approach food with an "everything in moderation" mentality.

I’m concerned about environmental issues and the impact I can have on the planet.

FR JANE

PURCHASE POWE R SOCIAL AT HOME SE L F

  • CARE

CUL INARY- INCL INE D HE AL T H- E MPOWE RE D ROUT INE SNACKE RS

I need snacks that are natural, unprocessed, and can keep me satisfied in between meals.

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MEDIA COVERAGE

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SUSTAINABILITY EDUCATION

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WHAT WE’RE DOING

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TOP 3 OPPORTUNITES IN FRANCE

Capitalize on momentum and explore growth opportunities

Educate on evidence around calories and fat and benefits of eating 28g Tell our sustainability story even more proactively

1 2 3

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G E R M A N Y G R O W T H O P P O R T U N I T Y

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2% 15%

1% 28%

1% 9%

5% 15%

1% 29%

2% 5%

2007 2010 2012 2014 2015 2017

…2008 2009 2011 2013 2015 2016 2017

TOM AWARENESS SNACK ASSOC.

SOURCE: 2017 AAU & 2017 Snacking Study
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RESULT OF THE LONG-TERM SNACKING STRATEGY

ABC, AAU, 2017

5 1 2 15 29 5 5 10 15 20 25 30 35 UK FRANCE GERMANY

Snack Association (AAU)

2007 2017

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Q U I Z T I M E !

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ALMONDS ASSOCIATION WITH SNACKING IS LOW. BUT ASSOCIATION WITH ___ IS VERY HIGH

T I M E ! Q U I Z

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BAKING

ALMONDS ARE STRONGLY ASSOCIATED WITH BAKERY IN GERMANY

ANSWER

SOURCE: 2017 Germany Consumer AAU
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ALMONDS ARE THE 2ND BEST LIKED NUT IN GERMANY. WHAT NUT IS #1?

T I M E ! Q U I Z

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PEANUTS

ALMONDS HAVE THE 2nd HIGHEST LIKING SCORE BEHIND #1 PEANUTS – AND AHEAD OF WALNUTS AND HAZELNUTS

ANSWER

SOURCE: 2017 Germany Consumer AAU
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ALMONDS ARE RANKED #2 FOR HEALTHFULNESS IN GERMANY. WHAT NUT IS #1?

T I M E ! Q U I Z

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WALNUTS

WALNUTS ARE VIEWED AS THE HEALTHIEST NUT IN GERMANY. WITH ALMONDS AND HAZELNUTS TIED FOR 2ND PLACE

ANSWER

SOURCE: 2017 Germany Consumer AAU
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T I M E T O I N V E S T I N G E R M A N Y

T HE CHAL L E NGE AHE AD IS T O CHANGE T HE PE RCE PT ION OF AL MONDS F ROM A BAKING INGRE DIE NT INT O A HE AL T HY, MID-DAY SNACK

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AND BUILD ON POSITIVE PERCEPTIONS OF ALMONDS

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Snacking is a key part of my diet and something I look forward to. Snacks be tasty, but also provide energy and be healthy.

INCOME AL WAYS ON L IVING WIT H F OOD IS ASPIRAT IONAL RE DUCE D CAL ORIE F OCUS ROUT INE SNACKE RS

Most of the snacks for in- between that are tasty and high in energy make me feel heavy and weighed down.

THE DE-LIGHTFUL SNACKER

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Sna c king is a ke y pa rt o f my d ie t a nd so me thing I lo o k fo rwa rd to . Sna c ks b e ta sty, b ut a lso pro vid e e ne rg y a nd b e he a lthy.

INCOME AL WAYS ON L IVING WIT H F OOD IS ASPIRAT IONAL RE DUCE D CAL ORIE F OCUS ROUT INE SNACKE RS

Mo st o f the sna c ks fo r in-b e twe e n tha t a re ta sty a nd hig h in e ne rg y ma ke me fe e l he a vy a nd we ig he d d o wn.

THE DE-LIGHTFUL SNACKER

Almo nds a re a de lig htful mid-da y sna c k— na tura lly ric h, b ut lig ht a nd e a sy to e a t e ve ryda y.

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Ca mpa ig n T ime line & Re sults

F ull Campaign L aunc h: Oc tobe r 1, 2017 May June July August September Pr e liminar y Campaign L aunc h: May 2017

  • 115+ ASSETS
  • 191 million impressions
  • 6,144% increase in

followers on Instagram

November October December 2018

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WHAT WE’RE DOING

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TOP 3 OPPORTUNITES IN GERMANY

Invest to raise awareness Focus communications on the mid-day snacking occasion and the balance of “rich & light” Get the trade on-board so product on shelf reflects positioning and inspires purchase

1 2 3

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T HE E U3 I S NOW…

T HE E U4

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I T AL Y

c o ming so o n…

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Da rie la Ro ffe -Ra c kind dro ffe @ a lmo ndb o a rd.c o m

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T H E FU T U RE OF FOOD

K a thryn Ma rtino Dire c to r, F

  • o d & Nutritio n, Po rte r No ve lli

L

  • nd o n
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S T R I P P I N G D O W N

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THE WORLD’S FIRST NAKED RESTAURANT: LONDON

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S L A U G H T E R H O U S E C C T V T H E L AW I N F R A N C E

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SNAPCHAT STORIES PROVE FISH IS 24-HOURS FRESH

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C R E AT I V E S U S TA I N A B I L I T Y

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“ZILLA EGGS”

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H E A LT H O N I S M

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NUT BUTTER FONDUE

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Workout billboards

W O R K O U T B I L L B O A R D S

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H A C K I N G H U M A N S

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MONARCH AIRLINE’S IN-FLIGHT ‘MOOD FOOD’

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CHOCOLATE THAT IMPROVES GUT HEALTH

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WHAT DOES THIS MEAN FOR ALMONDS?

STRIPPED DOWN CREATIVE SUSTAINABILITY HEALTHONISM HACKING HUMANS Snacking Good! Almonds + chocolate = health halo Almonds = 100% natural Opening up the orchards 23 Servings of Sustainability Almond by-product snack bar The most researched nut An even more super superfood

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K a thryn Ma rtino K a thryn.ma rtino @ po rte rno ve lli.c o .uk

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Thank you!

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Use #AlmondConf to be part of the conversation on Facebook and Twitter

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What’s Next

Almond Stage Presentation at 3:00 p.m.

  • How Important is the Quality of Data from In-Field

Sensors in Making Accurate Navel Orangeworm Treatment Decisions in Almonds?, presented by Semios

Almond Stage Presentation at 3:30 p.m.

  • Navigate Your Utility Bill, presented by Coldwell Solar

3:00 p.m. – 5:00 p.m. Coffee Break is sponsored by Actagro